Metlife Insurance embarks on pan-India outdoor campaign

Metlife Insurance embarks on pan-India outdoor campaign

Author | Pallavi Goorha Kashyup | Saturday, Sep 19,2009 7:06 AM

Metlife Insurance embarks on pan-India outdoor campaign

Metlife Insurance Co Ltd has come up with a novel plan ensuring a guaranteed monthly income in these trying times. Opening up a new category of ‘guaranteed monthly income’ and all set to dominate the same, Metlife Insurance has launched a pan-India outdoor campaign through their OOH partner, Platinum Outdoor, an independent OOH specialist unit of Madison World.

To ensure the required domination in this category, Platinum Outdoor has gone ahead and executed an eye catching innovation highlighting the star of the communication, which is a ‘calendar man’ holding a cheque signifying a guaranteed monthly income to the investors. Gigantic ‘calendar man’ cut-outs have donned the billboards/ street furniture across cities like Delhi, Mumbai, pan-Punjab, and Pan-Uttar Pradesh, to name a few.

The eye catching innovation is aimed at stressing on the basic fact of investing in a plan which ensures a guaranteed monthly income, which is beneficial to all. The same creative has been used across India to create consumer connect.

Mumbai being the financial hub, a strong presence was required there and Platinum Outdoor has made sure that Metlife has a complete spread across Mumbai. Bus shelters have been placed strategically across the length and breadth of the city. Similarly, Delhi, too, has been dotted by Metlife billboards, bus shelters across the city, including the two larger than life backlit cut-outs of the calendar man placed at the Lajpat Nagar and Safdurjung bus shelters in South Delhi.

Gour Gupta, COO, Platinum Outdoor, said, “The aim of the campaign is to ensure that Metlife gets to dominate the monthly income category business. We at Platinum approached the OOH initiative in a manner that the TG gets to identify with the newly launched scheme through multiple visibility touch points across cities and it gets translated into huge numbers for Metlife. The competition in the insurance category is heating up and just being out there does not make an impact, one has to be clutter breaking, and at Platinum Outdoor we ensure our media planning alone creates the difference and innovations on top of that add to the impact of the campaign.”

Lokesh Kumar, VP and Business Director, Platinum Outdoor, added here, “When the clients have high expectations from the agency, the challenge gets even more difficult. For Metlife, our challenge was to ensure that the brand is visible across all the required TG touch points and also ensuring mass consumption, thereby making Metlife dominate the monthly income category. Being a new category launch, we did not want to confuse the consumers with difficult to identify innovations and thus went for simply making a hero of the ‘calendar man’ holding a cheque, which is the guaranteed monthly income cheque we all would love to have”

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